{"id":22814,"date":"2018-06-18T10:46:51","date_gmt":"2018-06-18T09:46:51","guid":{"rendered":"https:\/\/staging.safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/"},"modified":"2021-06-02T22:59:59","modified_gmt":"2021-06-02T21:59:59","slug":"ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju","status":"publish","type":"post","link":"https:\/\/safejournalists.net\/bs\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/","title":{"rendered":"Ko treba da pi\u0161e i predla\u017ee zakon o ogla\u0161avanju?"},"content":{"rendered":"

SARAJEVO, 18.06.2018.-Industrija ogla\u0161avanja oslanja se na svoja tri stuba: mediji, agencije i ogla\u0161iva\u010di. U zadnje vrijeme se sve \u010de\u0161\u0107e pominju i potro\u0161a\u010di, kao \u010detvrti stub, \u0161to mi se \u010dini prili\u010dno logi\u010dnim. Da bi se industrija ogla\u0161avanja u Bosni i Hercegovini unaprijedila, potrebno je rije\u0161iti probleme na sve tri strane. <\/strong><\/p>\n

Medijsko tr\u017ei\u0161te u BiH je nerazvijeno i netransparentno. Ja se u ovom tekstu ne\u0107u baviti politikom koju provode mediji, a to je uglavnom politika vlasnika i politika onih opcija kojima pripadaju vlasnici.<\/p>\n

Kada govorimo o ogla\u0161avanju najve\u0107i problem je netrasparentost. Danas te\u0161ko mo\u017eete sa sigurno\u0161\u0107u garantovati da su podatci o gledanosti, \u010ditanosti i slu\u0161anosti koje vam serviraju mediji ta\u010dni.<\/p>\n

Za ogla\u0161avanje je najva\u017enije mjerenje gledanosti televizijskih programa. Od kako je mjerenje prije par godina preuzeo Audience Measurement (AM) mnogi su skloni tvrditi kako ti podatci nisu ta\u010dni, odnosno da su na\u0161timani. Pogotovo kada se pro\u010dulo da je jedan od vlasnika AM-a ujedno i vlasnik privante televizijske stanice. To su argumentirali \u010dinjenicom da je gledanost te televizije odjednom zna\u010dajno porasla. AM je eliminirao svoju konkurenciju na osnovu zakonskog akta kojeg je donio Institut za mjeriteljstvo i u kojem je propisano da se piplemtri, instrumenti koji se koriste za mjerenje gledanosti, moraju svakih pola godine servisirati u ovla\u0161tenoj laboratoriji. A kako tu laboratoriju ima samo AM, to zna\u010di da on jedini i mo\u017ee mjeriti gledanost. Naravno da konkurenciji ne\u0107e pasti na pamet da svoje instrumente da AM-u kako bi ovaj provjeravao njihovu ispravnost. Ovaj zakon je protupravan, nelogi\u010dan i nema ga niko, ali ga gospodin D\u017eemi\u0107, direktor Instituta brani na sve mogu\u0107e na\u010dine. Jedino on zna razloge za\u0161to to \u010dini.<\/p>\n

Za printane medije va\u017eni su podatci o \u0161tampanom, odnosno prodatom tira\u017eu. A koliki su ti tira\u017ei ne mo\u017ee utvrditi niko jer se ne vr\u0161i odit. U svijetu postoji ABC, organizacija koja vr\u0161i odit tira\u017ea \u0161tampanih medija. ABC ima svoje \u010dlanice i u zemljama regiona, ali ne i u BiH. Slogan ABC-a je \u201cNe ogla\u0161avajte u medijima koji ne dozvoljavaju odit svojih tira\u017ea jer vas la\u017eu.\u201d Prinatni mediji koji ne dozvoljavaju odit svojih tira\u017ea \u010dine to samo iz jednog razloga: ne \u017eele da se znaju ta\u010dni podatci. Zna\u010di da varaju. Prije 15 godina odr\u017ean je u Sarajevu prvi sastanak u organizaciji Evropske komisije sa ciljem da se uvede ABC odit. Na sastanak su pozvani direktori i vlasnici \u0161tampanih medija. Ideju, misiju i ciljeve ABC prezentirala je direktorica ABC u Poljskoj. Bilo je to u zlatno doba donatorskih bud\u017eeta kada su se pare medijima dijelile i \u0161akom i kapom. Ovaj put cilj nije bio dijeljenje para. Kada je to naslutio vlasnik jednog \u0161tampanog medija, ustao je i pitao: \u201cRecite vi nama imate li danas kakvih para za nas. Ako nemate, ja odoh, mene ovo ne zanima.\u201d Naravno da od ABC-a nije bilo ni\u0161ta. Mareco je jedno vrijeme poku\u0161avao da ne\u0161to uradi, ali niko od \u0161tampanih medija nije \u017eelio da se u\u010dlani. Zna\u010di \u2013 la\u017eu kada prikazuju svoje tira\u017ee. U Hrvatskoj, na primjer, nijedan printani medij nije izvan ABHC-a jer da jeste, niko u njemu ne bi ogla\u0161avao.<\/p>\n

Veliki problem je i netransparentnost cijena ogla\u0161avanja. Slobodno mogu kazati da svako ko pravi svoj bud\u017eet za ogla\u0161avanje i raspola\u017ee cjenovnicima televizija, slobodno mo\u017ee ukalkulisati i do 70% ni\u017ee cijene od onih iz cjenovnika i pro\u0107i \u0107e. U toj nemilosrdnoj konkurenciji bore\u0107i se za svaki euro televizije sni\u017eavaju cijene do besmisla. Skidanjem cijena gube svi. Na kraju \u0107e najve\u0107i gubitnici biti ogla\u0161iva\u010di koji najvi\u0161e i bez milosti dave medije. Zato mediji nemaju novaca da isplate iole pristojne plate svojim\u00a0novinarima. Nezadovoljni novinari vide sve crno i tako pi\u0161u. Lo\u0161e vijesti stvaraju strah kod gledalaca i \u010ditaoca. Upla\u0161en \u010dovjek manje tro\u0161i i tako se to na tr\u017ei\u0161tu sve vra\u0107a ogla\u0161iva\u010dima koji su do toga doveli. Dr\u017eava tako\u0111e gubi. Prema nekim procjenama od ogla\u0161avanja \u0107e ove godine naplatiti sedam miliona KM PDV-a manje zato \u0161to se obra\u010dunava na ni\u017ee cijene zakupa medijskog prostora.<\/p>\n

Agencije nikako ne mogu izbje\u0107i svoju odgovornost za veoma lo\u0161e stanje na tr\u017ei\u0161tu ogla\u0161avanja. Ve\u0107ina ih je nedoraslo za ve\u0107e poduhvate, prije svega u razvoju industrije. Koplja se uglavnom lome oko nekoliko velikih ogla\u0161iva\u010da. Niko ne\u0107e da ula\u017ee u tr\u017ei\u0161te malih i srednjih poduze\u0107a i da od njih \u0161koluje sebi velike klijente kada oni narastu. Kada postanu veliki, te\u0161ko \u0107e im se onda prodati pri\u010da o tome koliko im je ogla\u0161avanje va\u017eno. Postali su veliki i bez njega. Imamo nekoliko primjera u BiH koji ovo ilustruju. i Bil Gates i Steve Jobs su krenuli iz gara\u017ee, ali takve kod nas niko ne\u0107e.<\/p>\n

Ogla\u0161iva\u010dima ili ogla\u0161avanje ne treba, ili ho\u0107e sve, odmah i d\u017eabe. Oni su limitiraju\u0107i faktor u razvoju ogla\u0161avanja zato \u0161to su takvi kakvi su \u2013 nikakvi.<\/p>\n

Ipak, najve\u0107a odgovornost medija, agencija i ogla\u0161iva\u010da jeste u \u010dinjenici da uporno odbijaju formiranje udru\u017eenja ogla\u0161iva\u010dke industrije u Bosni i Hercegovini. Samoregulacija, \u0161to jeste osnovna zada\u0107a svakog udru\u017eenja, je klju\u010dna za razvoj industrije ogla\u0161avanja. Samoregulacijom se bave SOZ (Slovenska ogla\u0161iva\u010dka komora), HURA (Hrvatska udruga agencija za tr\u017ei\u0161no komuniciranje) i UEPS (Udru\u017eenje za tr\u017ei\u0161no komuniciranje Srbije). Razlog tome da bosanskohercegova\u010dko tr\u017ei\u0161te ogla\u0161avanja po obimu i kvalitetu znatno zaostaje za drugim tr\u017ei\u0161tima u regiji je, izme\u0111u ostalog, i u nepostojanju udru\u017eenja. U BiH postoji samo UMI \u2013 Udru\u017eenje medijske industrije. Ali to nije udru\u017eenje, to je trgova\u010dko dru\u0161tvo koje sa sastaje samo kada me\u0111u \u010dlanicama treba raspodijeliti tro\u0161kove mjerenja gledanosti televizijskog porograma. I ni\u0161ta vi\u0161e!<\/p>\n

Prije tri godine u Sarajevu je svoje predavanje odr\u017eao Sa\u0161a Savi\u0107, direktor Mediacoma, vode\u0107e ameri\u010dke medijske agencije. Sa\u0161a je ina\u010de Sarajlija sa njujor\u0161kom adresom. Te je godine progla\u0161en medijskom li\u010dno\u0161\u0107u u Americi. Nakon veoma insipirativnog predavanja slijedila su pitanja. Direktor jedne sarajsvek medijske agencije je pitao: \u201cL\u2019Oreal ima u Njema\u010dkoj neuporedivo ve\u0107i bud\u017eet za ogla\u0161avanje, a svojoj medijskoj agenciji odobrava ve\u0107u proviziju od nas u Sarajevu. Em je ve\u0107i bud\u017eet, em je ve\u0107a provizija. Kako da se borimo protiv takve diskriminacije?\u201d<\/p>\n

\u201cOsnujte udru\u017eenje, utvrdite pravila i insistirajte na njihovom provo\u0111enju,\u201d kratko je odgovorio Sa\u0161a.<\/p>\n

A kada govorimo o dono\u0161enju zakona koji bi trebao regulisati odnose unutar industrije ogla\u0161avanja, jedini relevantan predlaga\u010d zakona mo\u017ee biti udru\u017eenje. Niko drugi. Svaki zakon na svijetu se donosi kako bi zadovoljio ne\u010dije interese. Ili je to dr\u017eava, ili su to njeni gra\u0111ani, ili su to neke interesne skupine. Zakon o ogla\u0161avanju mo\u017ee pisati isklju\u010divo udru\u017eenje koje zastupa interese industrije. Ne pojedinci koji se bave ogla\u0161avanjem, nego \u010ditava struka. Bojim se da su inicijativu za dono\u0161enje Zakona o ogla\u0161avanju pokrenuli stranci. Mi u na\u0161oj struci imamo dosta njih koji su se izvje\u0161tili u otimanju para od stranaca. Ako takvi uspiju do\u0107i do bud\u017eeta i po\u010dnu sami kreirati zakon kako bi novac zavr\u0161io u njihovim d\u017eepovima, bojim se da \u0107emo dobiti tako nakaradan zakon koji \u0107e uni\u0161titi i ovo malo \u0161to imamo danas.<\/p>\n

Ovaj tekst je originalno objavljen u\u00a0petom specijalnog biltena\u00a0Udru\u017eenja BH Novinari<\/a>, koji se realizira u okviru projekta \u201cMediji i javni ugled\u201d, kao doprinos javnoj raspravi o temi transparentnosti medijskog vlasni\u0161tva i zagovaranju dono\u0161enja zakona za unapre\u0111enje medijskog prostora i tr\u017ei\u0161ta informacija u BiH. Bilten mo\u017eete preuzeti\u00a0ovdje.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SARAJEVO, 18.06.2018.-Industrija ogla\u0161avanja oslanja se na svoja tri stuba: mediji, agencije i ogla\u0161iva\u010di. U zadnje vrijeme se sve \u010de\u0161\u0107e pominju i potro\u0161a\u010di, kao \u010detvrti stub, \u0161to mi se \u010dini prili\u010dno logi\u010dnim. Da bi se industrija ogla\u0161avanja u Bosni i Hercegovini unaprijedila, potrebno je rije\u0161iti probleme na sve tri strane. Medijsko tr\u017ei\u0161te u BiH je nerazvijeno […]<\/p>\n","protected":false},"author":6,"featured_media":22815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1200],"tags":[],"class_list":["post-22814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news_sarajevo"],"acf":[],"yoast_head":"\nKo treba da pi\u0161e i predla\u017ee zakon o ogla\u0161avanju? – SafeJournalists<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/safejournalists.net\/bs\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ko treba da pi\u0161e i predla\u017ee zakon o ogla\u0161avanju? – SafeJournalists\" \/>\n<meta property=\"og:description\" content=\"SARAJEVO, 18.06.2018.-Industrija ogla\u0161avanja oslanja se na svoja tri stuba: mediji, agencije i ogla\u0161iva\u010di. U zadnje vrijeme se sve \u010de\u0161\u0107e pominju i potro\u0161a\u010di, kao \u010detvrti stub, \u0161to mi se \u010dini prili\u010dno logi\u010dnim. Da bi se industrija ogla\u0161avanja u Bosni i Hercegovini unaprijedila, potrebno je rije\u0161iti probleme na sve tri strane. 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Medijsko tr\u017ei\u0161te u BiH je nerazvijeno […]","og_url":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs","og_site_name":"SafeJournalists","article_published_time":"2018-06-18T09:46:51+00:00","article_modified_time":"2021-06-02T21:59:59+00:00","og_image":[{"width":450,"height":242,"url":"https:\/\/safejournalists.net\/wp-content\/uploads\/2018\/06\/stock-photo-advertising-word-concept-in-tag-cloud-on-white-background-81667444.jpg","type":"image\/jpeg"}],"author":"BHJA","twitter_card":"summary_large_image","twitter_misc":{"Written by":"BHJA","Est. reading time":"7 minuta"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs#article","isPartOf":{"@id":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs"},"author":{"name":"BHJA","@id":"https:\/\/safejournalists.net\/#\/schema\/person\/d2c4c17ae7ad94e0f597a7b00d094d3b"},"headline":"Ko treba da pi\u0161e i predla\u017ee zakon o ogla\u0161avanju?","datePublished":"2018-06-18T09:46:51+00:00","dateModified":"2021-06-02T21:59:59+00:00","mainEntityOfPage":{"@id":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs"},"wordCount":1361,"publisher":{"@id":"https:\/\/safejournalists.net\/#organization"},"image":{"@id":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs#primaryimage"},"thumbnailUrl":"https:\/\/safejournalists.net\/wp-content\/uploads\/2018\/06\/stock-photo-advertising-word-concept-in-tag-cloud-on-white-background-81667444.jpg","articleSection":["News Sarajevo"],"inLanguage":"bs-BA"},{"@type":"WebPage","@id":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs","url":"https:\/\/safejournalists.net\/ko-treba-da-pise-i-predlaze-zakon-o-oglasavanju\/?lang=bs","name":"Ko treba da pi\u0161e i predla\u017ee zakon o ogla\u0161avanju? 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